宁波真和电器股份有限公司营销策略研究

发布时间：2019-03-13 08:29

【摘要】：随着人们对健康、快捷和时尚越来越重视，对小家电的消费，尤其是个人护理小家电的消费，在全球范围内都保持了快速增长。由于个人护理小家电市场消费需求旺盛，但进入门槛又相对较低，吸引了大量的企业进入或涉足该领域，企业间竞争的激烈程度超乎想象。而同行之间高度“同质化”的产品更是直接加剧了企业间的竞争。一方面多数以出口为导向的中小型民营企业，随着08年金融危机的爆发，国外订单剧减，他们不得不在国内市场上寻求谋生之道；而另一方面少数以国内市场为主的企业近年来早已陷入“赤身肉搏”的价格战中不能自拔，，他们积极寻求拓展海外市场。于此同时，国际知名品牌，如飞利浦（Philips）、博朗（Braun）和松下(Panasonic)，携品牌、技术、资金、运营等优势不断向个人护理小家电中低端市场延伸，不断扩大其影响力和市场份额。因此，如何在竞争“白热化”的个人护理小家电领域觅得一席之地是所有该领域内的企业不得不面对一个课题，也是关乎行业内所有企业生死存亡的一道难题。宁波真和电器股份有限公司是一家以制造电动剃须刀和电推剪为主的个人护理小家电企业。本文以研究宁波真和电器股份有限公司的营销策略为主要内容。首先对研究所涉及到的营销相关理论做出综述，接着对宁波真和电器股份有限公司所处在的宏观营销环境、微观营销环境和行业竞争环境做出分析，在此分析的基础上，结合行业和公司自身现有策略和实际情况，并提出公司在营销运营中存在的主要问题，最后主要运用4Ps等相关营销策略方面理论，对在营销过程中所存在的主要问题进行系统阐述和分析，提出相应对策和改进方案。本文以市场调研和公司基础数据为基础，以营销相关理论为指导，以实证研究为主要手段。希望通过本文的研究，为宁波真和电器股份有限公司有限公司制定营销策略提供一定的指导，同时为个人护理类小家电企业，尤其是中小型民营企业制定营销策略时提供借鉴和参考。
[Abstract]:As people pay more and more attention to health, speed and fashion, the consumption of small household appliances, especially personal care appliances, has maintained a rapid growth in the world. Because of the exuberant consumption demand of personal care small appliances market, but the entry threshold is relatively low, attracting a large number of enterprises to enter or enter this field, the fierce degree of competition among enterprises is beyond imagination. And the highly "homogeneous" products between the peers directly aggravate the competition among enterprises. On the one hand, most of the export-oriented small and medium-sized private enterprises, with the outbreak of the financial crisis in 2008, foreign orders dropped sharply, they have to seek ways to make a living in the domestic market; On the other hand, a small number of enterprises mainly in the domestic market have been trapped in the price war of "naked fighting" in recent years, and they actively seek to expand overseas markets. At the same time, well-known international brands, such as Philips (Philips), Bora (Braun) and Panasonic (Panasonic), continue to extend to the middle and low end of the personal care home appliances market with brand, technology, capital, and operation advantages. Continue to expand its influence and market share. Therefore, how to find a place in the field of "white-hot" personal care home appliances is a problem that all enterprises in this field have to face, and it is also a difficult problem related to the life and death of all enterprises in the industry. Ningbo Zhenghe Electric Appliances Co., Ltd is a small personal care appliance enterprise which mainly manufactures electric razors and electric push shears. The main content of this paper is to study the marketing strategy of Ningbo Zhenghe Electric Co., Ltd. Firstly, this paper summarizes the marketing theories involved in the research, and then analyzes the macro-marketing environment, micro-marketing environment and industry competition environment of Ningbo Zhenhe Electric Co., Ltd. on the basis of this analysis. Combined with the existing strategy and actual situation of the industry and the company itself, this paper puts forward the main problems existing in the marketing operation of the company. Finally, it mainly uses the theories of 4Ps and other related marketing strategies. The main problems existing in the marketing process are systematically expounded and analyzed, and the corresponding countermeasures and improvement schemes are put forward. This paper is based on market research and company basic data, guided by marketing theory, and empirical research is the main means. I hope that through this study, we can provide some guidance for Ningbo Zhenghe Electric Appliance Co., Ltd. to formulate marketing strategy, and at the same time provide some guidance for small household appliances enterprises of personal care. In particular, small and medium-sized private enterprises when formulating marketing strategies to provide reference and reference.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

【共引文献】